What do you think when you hear these words: growth-driven design? Perhaps you think positively, planning for the future you want, by being prepared for growth. Maybe you think that sounds like a good idea—but how much is it going to cost to implement?
Growth-Driven Design v. Traditional Design
Let's use web development as an example: In the life-cycle of a traditional web design, you spend a lot of time and money researching your visitor base, coming up with what attracts them, building prototypes, testing those prototypes, refining the prototypes. After months of exhaustive study and design and reform you finally agree on a functioning website which (you hope) your visitors will love as much as you do. If not—you may have to start that months-long process all over again.
In growth-driven design, this idea is turned on its head. Yes, you study what your visitors want and yes you put together a great website but you don't assume that you're going to get everything right the first time. In fact, you know that market conditions will change. You know that people's tastes will change too. Growth-driven design lets the market decide what your site should look like.
Growth-Driven Design Means Happier Clients
When developing your online presence, the single most important thing you need to keep in mind is that appearance is everything. Clients don't want to have to hunt for that product they just read about in their favorite magazine. They don't know that you don't know that product was even in a magazine. Growth-driven design means that your online presence is smart and can redesign itself on the fly. Which means that unexpected wave of visitors will have a more positive experience—and will come back again.
Growth-Driven Design Also Means More Sales
As much as you want contented visitors who will keep coming back, you also want to make sure they buy something while they are there. Growth-driven design also means taking note of what approaches result in visitors making actual purchases and setting up accounts. As in the above example, you don't need to know why visitors are suddenly interested, or even what they are interested in. Perhaps a popular movie just came out with a fortuitous similarity to one of your background images. Maybe one of your visitors just reviewed your products to all of their 10,000 followers. A static website might not know how to respond to the sudden influx and how to route users where they need to be, but a growth-driven design will take care of all of that, allowing daily changes and getting users to the option to purchase, using whatever methods appear to be working that day.
Growth-Driven Design Is Actually Cheaper (Up Front)
Last but not least, in case you are wondering - how much is this going to cost? Dynamic solutions are often more expensive. Here, the irony is that a static website design is often more expensive, first, to develop and second to maintain. Look at it this way - you are essentially getting the public to beta test your website for free while they are on it. A good deal of overhead goes into a traditional website design (which may or may not even work, because you can never really tell how it will work in the "real world"). In traditional web design, you need to pay for testers and for iterative testing which emulates what you will find out when you put your site to work. During all that time, your site is not functioning and you're not making money from it. And eventually you are going to need a new site anyway. Dynamically-minded, growth-driven design still ensures you have your infrastructure in place (the site will function and you'll have all the resources it needs) while leaving the bulk of consumer research to the people most qualified to help you—the lead. Long story short, yes, in this case the dynamic choice is actually cheaper.
What do you think? Are you considering growth-driven design for you business, or have you implemented it already? We hope you'll at least consider growth-driven design as a way to increase your revenues in this coming year and beyond.